Ford F-Series Sales Outperform Segment Yet Again In Q1 2023

Ford F-Series sales increased in the United States and Mexico during the first quarter of 2023.

Ford F-Series Sales - Q1 2023 - United States

In the United States, Ford F-Series deliveries totaled 166,086 units in Q1 2023, an increase of about 18 percent compared to 140,447 units sold in Q1 2022. Of these, Ford F-150 Lightning sales totaled 4,291 units.

Ford F-Series Sales - Q1 2023 - Canada

In Canada, Ford F-Series deliveries totaled 23,407 units in Q1 2023, an increase of about 28 percent compared to 18,218 units sold in Q1 2022.

Ford F-Series Sales - Q1 2023 - Mexico

In Mexico, Ford F-Series deliveries totaled 2,702 units in Q1 2023, an increase of about 43 percent compared to 1,887 units sold in Q1 2022.

Competitive Sales Comparison (USA)

Ford F-Series sales (see running F-Series sales) maintained the top spot in the full-size pickup segment in Q1 2023, soaring 21 percent to 170,377 units during the quarter.

The Chevrolet Silverado earned second yet again (see running Silverado sales), posting a modest five percent gain to 126,992 deliveries. The Ram Pickup took third, slipping 22 percent to 105,350 units, followed by the GMC Sierra (see running Sierra sales) in fourth with a 19 percent uptick to 67,198 deliveries. The Toyota Tundra placed fifth, up 22 percent to 27,651 units, while the Nissan Titan took sixth (and last) place, sliding 37 percent to 4,038 units. Given news that Nissan has no plans to redesign the Titan after the current generation, the pickup will likely be discontinued around 2025.

Sales Numbers - Full-Size Mainstream Pickup Trucks - Q1 2023 - USA

From a segment share standpoint, Ford F-Series sales accounted for a segment-best 34 percent share, up four percentage points compared to Q1 2022. The Silverado posted 25 percent share, down one percentage point, while the Ram earned 21 percent share, down six percentage points. The Silverado’s corporate cousin, the Sierra, posted a segment share of 13 percent, down one percentage point, while the Tundra earned six percent, down one percentage point. Finally, the Titan’s share remained flat at one percent.

The full-size pickup truck segment expanded six percent to 501,606 units during Q1 2023, meaning that F-Series sales outperformed  the segment average.

It’s worth noting that adding up Q1 2023 sales of General Motors’ two trucks – the Silverado and Sierra – results in 194,190 combined deliveries, knocking the F-Series from the top spot by 23,813 units and earning 39 percent segment share.

Sales Numbers - GM Full-Size Mainstream Pickup Trucks - Q1 2023 - USA

Below, we are including Honda Ridgeline sales for informational purposes, since the model straddles the midsize and full-size pickup truck segments.

Sales Numbers - Honda Ridgeline - Q1 2023 - USA

The Ford Authority Take

Sales of the extremely popular Ford F-150 and Ford Super Duty pickups were up last quarter compared to the same period in 2022, indicating that supplier constraints have started to ease and supply of the pickups are now able to meet demand. Ford also recently announced plans to ramp up production of its most popular vehicles, including the F-150 and F-150 Lightning, which should continue to increase Ford F-Series sales across the board.

However, while Ford F-Series sales outpaced that of the Silverado and Sierra on an individual basis, it’s impossible to ignore the fact that both GM models outsold FoMoCo’s pickup when combined. Both of GM’s entries also posted gains over the same period in 2022, indicating that FoMoCo’s crosstown rival is also starting to see supplier constraints begin to ease up.

The addition of the refreshed 2023 Super Duty line will certainly have a positive effect on Ford F-Series sales throughout the year, so long as production keeps up with demand. In fact, order banks took in 50,000 orders in the first week they were open – a number that grew to 150,000 by the end of November, indicating that the heavy duty pickup is in very high demand.